Target is launching a pioneering ChatGPT-powered shopping app that aims to revolutionise online retail with conversational features, personalised recommendations, and seamless fulfilment options, signalling a new era of AI-driven retail experiences.
Target is set to launch a pioneering ChatGPT-powered shopping app that promises to transform how customers browse and purchase products. The beta rollout will begin next week, integrating directly within ChatGPT to offer a seamless conversational shopping experience. Shoppers will be able to search for products, request ideas, such as quick dinner suggestions or thoughtful gifts, and build multi-item baskets, including fresh food options. The app supports various fulfilment choices like drive-up, pick-up, or shipping, aiming to enhance convenience and meet diverse customer needs.
This initiative forms part of Target’s broader embrace of artificial intelligence to streamline and enrich the shopping journey. By embedding this app within ChatGPT, Target enables users to interact through natural conversation, asking direct questions and receiving personalised recommendations. This approach helps customers navigate Target’s extensive assortment more efficiently, reducing the time spent searching while improving the clarity and relevance of suggestions. According to Prat Vemana, Target’s executive vice president and chief information and product officer, delivering shopping tools on emerging platforms like ChatGPT is crucial for meeting customers wherever they prefer to engage.
The partnership also signals a deeper collaboration with OpenAI on enterprise applications. Target will deploy ChatGPT Enterprise across its 18,000 headquarters employees to enhance supply chain forecasting, optimise store operations, and upgrade internal systems. These include employee support functions, customer service tools, AI-powered shopping assistants, and personalised gift finders, which collectively aim to boost productivity and customer satisfaction. OpenAI’s CEO of Applications, Fidji Simo, described the alliance as a model for how AI can drive joyful and useful experiences for both consumers and employees.
This move follows OpenAI’s recent expansion into consumer retail, joining a growing roster of apps from brands such as Canva, Coursera, Figma, Expedia, Spotify, and Zillow. The addition of Target to this ecosystem underscores the increasing role of conversational AI in ‘agentic commerce’, where AI anticipates and facilitates consumer needs dynamically. OpenAI has also introduced Instant Checkout features to streamline purchases during conversations, already supported by retailers like Etsy and Shopify, further integrating commerce with conversational AI platforms.
Looking ahead, Target plans to evolve the app with features like linking Target Circle loyalty accounts and offering same-day delivery, tailoring functionality based on user behaviour and feedback. This reflects the company’s commitment to leveraging technology to elevate experiences across its ecosystem of guests, team members, and vendor partners, aiming to simplify workflows, foster creativity, and personalise shopping. As AI technologies continue to mature, Target’s collaboration with OpenAI represents an ambitious step toward reimagining retail through the lens of conversational, AI-driven engagement.
📌 Reference Map:
- [1] (AutoGPT) – Paragraphs 1, 2, 3, 4, 7, 8
- [2] (Target Corporate) – Paragraphs 1, 2, 3, 6, 7
- [3] (OpenAI) – Paragraphs 3, 4
- [4] (TechCrunch) – Paragraphs 1, 4
- [5] (Axios) – Paragraph 4
- [6] (Nasdaq) – Paragraph 1
- [7] (Retail Dive) – Paragraph 7
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative is fresh, with the earliest known publication date being November 19, 2025. It has not appeared elsewhere prior to this date. The content is original and not recycled from other sources. The narrative is based on a press release, which typically warrants a high freshness score. There are no discrepancies in figures, dates, or quotes compared to earlier versions. The article includes updated data and does not recycle older material. No similar content has appeared more than 7 days earlier. The update justifies a higher freshness score and should not be flagged.
Quotes check
Score:
10
Notes:
The direct quotes from Prat Vemana and Fidji Simo are unique to this narrative and do not appear in earlier material. No identical quotes are found elsewhere, indicating potentially original or exclusive content. There are no variations in quote wording.
Source reliability
Score:
10
Notes:
The narrative originates from reputable organisations: Target’s official press release and OpenAI’s official announcement. Both are credible sources, enhancing the reliability of the information.
Plausability check
Score:
10
Notes:
The claims about Target’s new ChatGPT-powered shopping app are plausible and align with recent trends in AI integration in retail. The narrative is covered by multiple reputable outlets, including TechCrunch and Axios, supporting its credibility. The report includes specific factual anchors, such as names, institutions, and dates. The language and tone are consistent with the region and topic, and there is no excessive or off-topic detail. The tone is appropriate for corporate communication.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is fresh, original, and based on credible sources. The claims are plausible and supported by reputable outlets. There are no significant credibility risks identified.
